Exhibitor 2007, You should have gone. Part I

Posted on April 3, 2007 by EJ Blog

Fabric, Extrusions, and Plasmas oh my! I haven't seen this much fabric since my last trip to Macy's. Wow!

This years Exhibitor show was the biggest show the publishers of Exhibitor magazine have produced. Attendence was more than 9% over last year. Below are a few of the things that stood out for me.

Some of the exhibit management companies were very impressive. Exhibit Works "non booth" was very open and inviting. They separated themselves from the "look at me" trying to hard booths.
Exhibitgroup Giltspur was interesting, they created a lounge atmosphere that encouraged networking. The champagne and chocolate strawberries didn't hurt either. Again, very clean open presentation. My only dig on them is that their canopy while interesting, you could not make out the company's name. So much for branding something cool.
SoftSpace had a Sahara look. Sheer fabric bright colors and some very cool kiosks incorporating flat panel displays.
Another cool space was Globotech. If you are in to bright colors, interesting shapes, at a reasonable price these guys are for you. Very POP like.

Wait there's more… I will be back tomorrow with another post.

Happy Exhibiting.

Exhibitor 2007, Should You Go? [Hint: YES]

Posted on March 19, 2007 by EJ Blog

Next week is the exhibit, trade show, and event industries annual show put on by the publishers of Exhibitor magazine. If your business or organization relies on these mediums for promotion, communication, or exhibition below are a few reasons to consider going to this annual event.

1. Industry Experts. The industry's most experienced professionals will be there to impart their wisdom to those of us who are novice, who want to stay on the leading edge, or who have many other responsibilities than one of these specialties. Check out the roster of industry heavy hitters.

2. New products. Every industry is moving at light speed today. Events, Trade Show, and Exhibits are no different. From new flat panel displays, led light boxes, tension fabric systems, and extrusion and truss systems there are thousands of new products that will help you communicate your message. With this show they are all concentrated in one place accessible over a few days. Get a preview of these new items here.

3. Education. There are numerous training events that are part of Exhibitor 2007. Whether you are a seasoned pro or just beginning there is a workshop for you. Strategy, Budgeting, Brand Management, and the How Tos are all covered. There are also certified trade show manager curriculum courses are available. See these learning opportunities here.

Top Ten Trends Impacting Events You’ve been put in charge of your company’s next event and you’ve been told to “think out of the box!” So what do you do? This session will show you how to: • Know what’s hot and what’s not • Find what will work for your company • Find the right entertainment • Discover new venues • Develop your creativity • Make your event a success through the latest event trends

FACULTY

Rebecca Coons

If your job, career, or interests lie in either of these market segments this should be enough to convence you that the ROI on this event is high. The icing on the cake is that it is held in the entertainment capital of the world. Learn and have fun, what a great combination. See you in Vegas.

Happy Exhibiting

Green Up Your Trade Show Display

Posted on March 2, 2007 by EJ Blog

Some say we are killing the earth by our dependence and use of fossil fuels. Whether you are an economist or an ecologist you, our environment, and the price of gas can win by going green on your trade show display. Below are a few ideas on how to accomplish this.

1. The majority of companies are using popup style trade show hardware. These displays have approximately 100 square feet of graphics. Dye, UV, or BioInks (Usually Corn-based) can be used to produce trade show graphics in lieu of traditional petroleum-based solvent inks. Especially, the BioInks have lower production costs than any of the other inks. They also have the advantage of being UV fast. The only downside is they are hard to find. The leader in this segment is VUTEK with its BioVu inks. When ordering your next set of graphics ask your provider if they have Dye, UV, or BioInk capability. Take a look at this article.

2. Use LED or CCFL for lighting and light boxes instead of traditional incandescents or fluorescents. These lighting choices are significantly more energy efficient that traditional bulbs or tubes. For example a 100 Watt incandescent bulb consumes 5 times the power of a ccfl or led lamp with the same brightness. Plus, the other two last 50 – 100,000 hours or 5-10 years without having to change them. All of these are fairly new, but none-the-less available. One source is here.

3. Other areas you can focus on this trade show season are using recycled paper for business cards and brochures, take public transportation to and from your next show, use ad specialty items that made from recycled plastics, ceramics, and paper. You can find some of these items here.

We are probably still a long way from making Al Gore or your CFO happy; however we have made progress. Whether the ice caps are melting because of a natural cycle or our over use of fossil fuels these steps are good ones to take. They make good business sense and they may just help turn the tide for our environment.

Happy Exhibiting

2007 Trade Show Resolutions (Budget)

Posted on February 1, 2007 by EJ Blog

While you are pushing away from that double fudge brownie, breaking cigarettes into the trash, and taking $10 out of the ATM instead of $100 remember that your trade show strategy needs resolutions too. Here are a few tips to help your trade show dollar go further in 2007.

1. Plan Ahead

In 2006 our company attended a national show in Miami. I spent approximately $2000 in transportation costs alone. About $1200 of this was unnecessary. Had I planned ahead I could have had a beautiful crate on skids built and shipped one crate to the show and back. Instead I shipped many items next day just to get them there on time. Had I registered for the show 6 months early, not only would we have a better location, but we would have saved $250 on the booth rental. Brochures had to be rushed, another $300. Ad specialty items produced quickly another $125. Late reservations meant that I was extra distance from the Convention Center, cabs $100. As the ads say "Planning ahead, priceless!" Actually it adds up to over $2000.

2. Be Thorough

Do not take the time to go to a trade show and expend all that energy and do the minimum. Get the attendee list, mail an offer before the show that gets people in your booth, advertise in the trade show publications or web sites, develop a compelling message that will get attendees excited about talking you and not your competitor, don't eat, sleep, or sit in your booth, capture as much information on people as you can, and do the follow up. You know the steps do them all and create the best opportunity for success this year.

3. Send a Clear Message

Most of us spend the majority of our time on the semantics. How many, how much, when, where, etc. etc. etc. While all of these are important they pale in comparison to the what. What is your offer, what do you do better than everyone else, and most importantly what are going to do for me? Working diligiently to craft this message is the most important thing you can do other than showing up. Talk to clients, talk to employees, talk to vendors, brain storm, sweat over it, build it up, tear it down, get it right.

If you do these three simple things this year you will be ahead of the game. You also will likely produce good returns from your trade show investment. Finally, you will be so busy that the double fudge brownie may be a possibility.

Trade Show Security

Posted on December 13, 2006 by EJ Blog

Recently I was at a trade show in Miami, the Hospitality Design Boutique. Great show, excellent attendance. The move-out day came and I arrived at my booth to find all of my valuables gone. Laptop, plasma display, lights, ladders, art work, and even brochures. It was like the Grinch had been there. As I was filing the Police report a gentleman came up to me and said “We stored your belongings in fear that someone would steal them.”

With all the security at every entrance, 3 days of meeting and greeting, and a 4 block 90 degree walk back to my hotel I made a very poor decision. Fortunately it worked out for me.

So here are a few recommendations I will make to have you avoid my mistakes.

Think long and hard about anything you take to a trade show. Less is more. Make sure every item adds real value to your trade show experience and will directly lead to success. Be careful about information that is on your laptop. Do not keep customer or other valuable information on your computer.
Pad lock any trade show furniture together.
Ship everything in one lockable crate. Make sure the decorator can deliver this to your booth before leaving after the trade show is finished.
Do not leave your belongings unattended at any time.
Have a roller case that will accommodate your laptop and other valuables that you carry to your hotel each night or while away from your booth.
If you do not have one large case, box your valuables and ship them directly from the convention center before you leave. Most shows have FEDEX, UPS, DHL or other carriers on site.
If you have highly valuable pieces in your booth take the extra step of hiring a security company to watch these at all times during the trade show.

These are a few ideas of how to secure your valuables at your next trade show. If you have ideas comment on this article. Also, I have included a few photos of cases we have used. Very big and safe.

Let There Be Lights (Part II) – Trade Show Lighting

Posted on November 22, 2006 by EJ Blog

Just as a carpenter finishes a project with molding, trim, and caulk a trade show display has finishes as well. Lighting can make the difference in being seen and noticed at a trade show or having attendees become “passers by.”

The most simple and straight forward lighting option is the halogen or incandescent spot. See the examples below.

Exhibitor's Journal trade show displays

Exhibitor's Journal trade show lighting, displays
Focused Lighting

While the lighting in most trade show venues is often bright, that actually can work against you because of shadows cast by the bright overhead lighting. Controlling your lighting allows you to highlight your company’s graphic message and your products or services.

One word of caution is to make certain that the convention center limits on wattage. Some venues do not allow 200 Watt Halogen spot lights. The information should be in your Exhibitor Kit, if not ask.

Exhibitor's Journal trade show lighting

Another category is product or focused lighting. As shown in the examples using a stylish focus light catches your attention and highlights your product. Whether it’s art galleries or retail lighting used to accentuate what the proprietor wants their customer to see and feel.

Lighting allows you to set a mood and differentiate yourself from your competition. It elevates your trade show display and gets you noticed.

If you would like more information on this topic or if you would like to suggest a topic for a future article, please leave a comment or contact Exhibitor's Journal.

Let There Be Lights – Light Boxes Part I

Posted on November 21, 2006 by EJ Blog

When a performer steps out on stage the spotlights go on and all attention is focused on the entertainer. Using light to accentuate art, design, language, and other visual media is as old as the light bulb. Using light effectively in a trade show environment can make the small but important difference in being seen or being ignored.

From light boxes to halogen spotlights illuminating your trade show display can help you get noticed. Below are a few products that can help you shed light on your marketing message.

Light Boxes – Part 1

From 6” x 8” table top models to 3’ x 4’ floor units and larger these rear lit boxes are terrific for drawing attention to your product or service offerings at a trade show.
A basic light box system consists of a frame and Plexiglas to hold the graphic in place, a diffuser to diffuse the light coming from the light source, and a base that houses the light source. The light source can be in the form of leds which are used in edge lit products or fluorescent tubes that are used in back lit applications.
Light boxes range in price from under $100 to $2500 and higher depending on the application, the construction of the light box, and the type of graphic used in the unit.
Another non-traditional product for back lighting is CeeLiteTM. Based on the same technology used in cell phones, CeeLite™ is the flat, flexible light bulb that can be tailored into complex shapes and sizes. When AC voltage is applied to the panel, it charges the phosphor causing it to emit light. This product will perk up your graphics and can make an otherwise boring booth come alive.

Exhibitor's Journal trade show lighting

Next time we will look at trade show lighting options.

The Art and Science of Trade Show Budgeting

Posted on November 20, 2006 by EJ Blog

By Peter Winters

Exhibitor's Journal Figuring out a trade show budget is as much an art as it is a science. The artistic side relates to the communication of a message that hundreds or thousands of attendees will understand and act on. The scientific side focuses on ROI, how many prospects must you reach to realize a payoff for your effort.

My rule of thumb for trade show and event budgeting is that for an overall marketing budget of 5%, 20% of this should go toward trade shows. Every company is different, however if you depend on relationships, market awareness, and can communicate your message in a visual way, then trade shows are a terrific investment. Where you invest, what shows have your target audience in attendance and how often you attend is going to be unique to your company.

Not surprisingly there are many hidden and not so hidden costs to attending a trade show. Transportation, for example, depending on the size of your trade show display and the amount of trade show “stuff” you take can $250 to over $1000. In some cases it is required or financially smart to join the association or group that is sponsoring the trade show. This again can be from a few hundred to over $500. Below is a simple budget that can give you an overall picture of your next trade show and what the cost categories will be.

The key to success is understanding your market and the players or buyers and reaching them through trade shows in the most efficient way.

Trade Show Budget Worksheet

ITEM	ESTIMATE	ACTUAL
1. Space Rental	$ __________	$ __________
2. Display, Graphics	$ __________	$ __________
3. Marketing Material	$ __________	$ __________
4. Promo Gifts	$ __________	$ __________
5. Freight/Shipping	$ __________	$ __________
6. On-Site Services (electric, setup, etc.)	$ __________	$ __________
7. Pre-show promo	$ __________	$ __________
8. At-event promo	$ __________	$ __________
9. Hospitality	$ __________	$ __________
10.Personal Expenses	$ __________	$ __________
11. Misc. (10-15% of 1-10)	$ __________	$ __________
12. Travel, Hotel, meals	$ __________	$ __________
TOTAL SHOW BUDGET:	$ __________	$ __________

If you would like more information on this topic or if you would like to suggest a topic for a future article on this blog, please contact Exhibitor's Journal.

Author Peter Winters: For over 10 years Mr. Winters has been consulting businesses on strategic planning, marketing, and public relations. He is the owner of Exhibit Warehouse a Richmond Virginia-based trade show display and trade show exhibit fabrication company.

Not Just for Sports Wear Anymore

Posted on November 20, 2006 by EJ Blog

Is Lycra now the marketing managers preferred choice?

For most of us Lycra brings to mind visions of Lance Armstrong on his bike or the latest Diva in a music video. Not for long. This stretchy, light-weight fabric is starting to dominate event displays and trade show booths.

The use of fabric in the trade show industry is still unique in many ways, but there are clearly disadvantages as well as advantages to consider. Why is Lycra becoming a preferred choice for some marketing managers but not others? Is it washable? Can it be used to differentiate my company?

+	-

Light weight The unique look differentiates your company Inviting, soft look Washable	Wrinkles (solved easily with a portable steamer) Not as "photo realistic" Frames can be a little more bulky Your supplier may not have it

Before the past few years Lycra was reserved for sports wear, boat canopies, and water bottle jackets. Now with improvements in dye sublimation, solvent, and ink jet print technology printing on this stretchy fabric works well and is cost effective for the trade show industry. For many the days of using the hard to align, curly, and easily damaged "plastic" print popup panels are behind them.

While the fabric systems have their challenges as well many marketing directors are finding fabric is a way to differentiate themselves at a trade show. Availability of vinyl, polycarbonate, laminated paper products and other "hard" print media is very high, the prices are falling, and quality is relatively level. Fabric on the other hand is not as easy to find and only a few companies produce a quality product.

The majority of this discussion will focus on Lycra. While there are many other fabrics: polyester, silk, cotton, and others Lycra is the dominant player.

Let's begin with the positives of fabric. It is light-weight and therefore easy to transport or suspend. It is still unique. The majority of booths are printed plastic. It is widely available and economical. Generally the set up is quick and relatively easy. The "typical" fabric trade show display is an aluminum frame with a zippered or Velcro fastening system to seal the stretched Lycra. Just as it does on bodies, Lycra forms to the frame. This produces a seamless (to the eye) graphic display.

Differentiation is one of the key attractions to fabric. It has a softer look that encourages a more human approach to trade show marketing. After all we wear fabric we generally do not wear plastic. Backlighting and other effects are also possible with fabric that cannot be accomplished with traditional plastic materials (except of course duratrans, which are plastic). This softening effect, some would argue, is more inviting and offers a comfort level that the hard surfaces do not. Clearly it depends on the message and brand you want to project with your display.

Finally, these fabric structures have one attribute that plastic does not, they can be washed. Depending on how the material is printed the lycra fabrics are color fast The ease of care and setup, portability, and uniqueness all lead more and more trade show and marketing managers to choose fabric. Though the story is not complete.

Let's take a look at the down side to fabric. Wrinkles. While many of the Lycra products simply stretch over a frame some stretch better than others. The curved products like the Nichols Entasi product in my experience tend to pull tighter to the frame while the straight wall Velcroed products like the Orbus HopUp have a more loose casual look. Again, it all depends on what you are trying to acheive. Wrinkles can easily be dealt with. Steam. A portable steamer will make your display look like a fresh pressed dress shirt. The challenge, most sales and marketing people, with the exception of a brave few will touch a steamer and actually do this. So companies are left with usually wrinkled image.

Even with the great quality of print from the Entasi and the HopUp products they still do not compare to the "photo realistic" look of a photo paper or plastic display. However for many this is not their goal. Other disadvantages of fabic are that their frames are often bulky and not so easy to put up as the popup frames. In many cases the frames require a tool (usually a hex driver) and in some trade show venues this means union labor to put up your booth. Check with the exhibit management to find out what their rules are regarding setup.

All in all I believe fabric is here to stay, at least for a while. If we can produce wrinkle proof khakis, why not wrinkle free trade show displays. Choose wisely there are great producers of these products, you just have to find them.

If you would like more information on this topic or if you would like to suggest a topic for a future article, please contact Exhibitor's Journal.

Great Reads and Gifts for the Holidays

Posted on November 18, 2006 by EJ Blog

Wondering what to buy your staff for the holidays? Or do you just need a good book in hand while curling up next to the fireplace this holiday season? Either way, you and your staff will enjoy reading these great business marketing books.

The Irresistible Offer : How to Sell Your Product or Service in 3 Seconds or Less by Mark Joyner
Bombarded with thousands of marketing messages a day, consumers have to make purchasing decisions quickly, which means you have to make the sale just as quickly. There's simply no time for you to make any offer besides the one that works quickly — The Irresistible Offer. This book is well written and easy to read.

The Virtual Handshake: Opening Doors and Closing Deals Online by David Teten, Scott Allen
More people have used the Internet to participate in an online group than to buy products or read news. Every major Internet portal now offers a social networking or "blogging" tool. But these tools are not just for fun – they are rapidly becoming essential tools for business and this book will get you up to speed on the trends. It's a book worth reading.

All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin
Seth Godin needs no introduction to the seasoned marketing professional. His insight has changed the way we think about many things. Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. Godin's book tells a story you'll enjoy reading. As expected, this is another excellent book by Godin.

How to Get the Most Out of Trade Shows by Steve Miller
The author, Steve Miller, has advised, consulted, and trained associations, trade show management companies, and corporations all over the world for nearly three decades. This book is filled with real-life examples and numerous tips for those involved with marketing via trade shows.